The sensational ROI of mobile marketing

Mobile marketing can offer remarkably high returns on investment (ROI) compared to other forms of digital advertising, according to an expert in the field.

Patrick J Moorhead, director of emerging media at US-based digital marketing agency Razorfish, told eMarketer it is not unrealistic for a mobile marketing campaign to get click-through rates (CTRs) of between one and three per cent. And he has seen levels in the region of ten per cent for sponsored SMS campaigns.

By way of comparison, Mr Moorhead pointed out that online display campaigns at the digital marketing company generally record CTRs of 0.01 per cent to 0.09 per cent.

Mobile marketing also delivers audience

Mobile marketing campaigns are sometimes criticised for failing to match online audiences. However, he pointed to the case of an unnamed retail client that enjoyed the same number of unique visitations from mobiles as from the internet.

Mr Moorhead added: “What’s interesting about that is that the amount of money we spent in mobile to drive a parity number and page view traffic between online and mobile was five per cent of what we spent online to achieve the same traffic.”

The question of which products and services are most suitable for mobile marketing purposes has generated plenty of debate recently.

Earlier this year, a Billing Revolution survey attempted to answer the question once and for all by quizzing US mobile users on their retail preferences. It emerged that 59 per cent wanted to be able to buy pizza via their mobiles, while arranging film and event tickets came second in the poll with 58 per cent and booking hotel rooms ranked third with 43 per cent.

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